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使用在线态度和完成测试来了解消费者对益生菌干发酵香肠的看法
Marilia Silva Malvezzi Karwowski1, Eliane Cristine Francisco-Maffezzolli2, Evelin da Costa Boiko1
1Laboratory of Agri-food Research and Innovation, Graduate Program in Animal Science, School of Medicine and Life Sciences, Pontifícia Universidade Católica do Paraná, Rua Imaculada Conceição 1155, Curitiba, Paraná, 80215-901, Brazil.
Heliyon
|December 18, 2024
概括
消费者健康问题显著影响人们对益生菌发酵香肠的看法. 关于健康益处和味道的教育对于市场成功至关重要,无论消费者健康意识水平如何.
科学领域:
- 食品科学 食品科学 食品科学
- 消费者行为 消费者行为
- 感官分析 感官分析
背景情况:
- 益生菌发酵香肠是具有潜在健康益处的功能性食品.
- 了解消费者看法对于市场引入至关重要.
- 健康问题可能会影响功能性食品的购买决策.
研究的目的:
- 评估消费者对益生菌发酵香肠的看法.
- 探索健康问题与感知之间的联系.
- 确定影响发酵香肠购买决策的因素.
主要方法:
- 使用了四步的在线问卷.
- 模拟超市购物场景与不完整的对话呈现.
- 消费者态度被分为高,中等和低健康关注的群体.
主要成果:
- "健康"和"好奇心"积极影响了益生菌发酵香肠的购买.
- 缺乏知识和感知到的"不愉快的味道"是关键障碍.
- 在不同关注健康的消费者群体中观察到不同的看法.
结论:
- 功能性发酵香肠需要一个多方面的营销方法.
- 关于健康益处和感官属性的消费者教育对于市场成功至关重要.
- 解决知识差距和口味问题将推动采用.
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